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Rory Sutherland on Drink Driving, Five Guys and the Tube Map

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Embracing Counterintuitive Thinking in Academia and Business

Exploring the significance of counterintuitive thinking in academia and business, diverging from the pursuit of certainty and encouraging creativeness and uncertainty for problem-solving. The chapter showcases examples from Dyson and Red Bull to demonstrate how challenging assumptions can pave the way for groundbreaking business concepts.

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